随着社会经济的不断发展，新时代的经济逐渐演绎为服务形态的经济，金融 行业亦不例外。金融行业的竞争不再单纯是企业与企业在规模、业绩等方面的竞 争，更多强调的是服务水平多元化、系统化的市场竞争，随着服务竞争和买方市 场供求地位的变化，建立以客户为中心，以市场为导向的服务营销体系变得尤为 重要。 商业保险作为金融市场的重要板块，对社会经济的发展起着越来越重要的作 用。保险产品是一种无形商品，体现的是一种信用和承诺，在消费者看来，好的 保险产品意味着好的服务。在这个客户体验至上的时代，保险公司只有对消费者 的需求进行准确的把握和分析，才可以为消费者提供精准差异化的营销服务。 鼎和财产保险股份有限公司（以下简称“鼎和保险”）作为全国性财产保险 公司，于 2008 年 5 月正式开业运营。鼎和保险公司自成立以来，保持了持续健 康发展的良好势头，公司资产、保费规模快速增长，经营效益持续改善。但同时， 鼎和保险的发展也面临了诸如理赔服务不足，客户满意度不高、品牌知名度较低 等问题。 本论文旨在研究鼎和保险服务营销模式，通过运用多学科知识分析中国保险 市场的竞争情况，重点分析保险行业的服务营销情况，建立服务质量差距模型分 析鼎和保险目前的服务营销体系现状，找出鼎和保险目前可提供的服务水平与客 户所期望的服务水平之间的差距，并提出改进措施；对鼎和保险营销策略中存在 的问题及成因进行分析，并以此为依据提出整体营销策略解决方案及实施保障措 施。对鼎和保险乃至其他中小型保险公司建立服务营销体系有着较为重要的理论 和现实意义。 关键词：鼎和保险，服务营销，服务质量，客户满意，服务质量差距模型II RESEARCH ON SERVICES MARKETING STRATEGY OF DINGHE INSURANCE Abstract With the continuous development of social economy, the economy of the new era is gradually transformed into a service economy, and the financial industry is no exception. The competition in the financial industry is no longer simply the competition between enterprises in terms of scale and performance, but more emphasis is placed on the diversified and systematic market competition of service level. With the change of service competition and the supply and demand position in the buyer's market, the establishment of a customer-centered and market-oriented service marketing system has become particularly important. As an important part of the financial market, commercial insurance plays an increasingly important role in the development of social economy. Insurance product is an invisible commodity, which embodies a kind of credit and commitment. In the eyes of consumers, a good insurance product means a good service. In this era when customer experience is paramount, insurance companies can only provide accurate and differentiated marketing services to consumers by accurately grasping and analyzing the needs of consumers. Ding He Property Insurance Co., Ltd. ( hereinafter referred to as Dinghe Insurance ) was officially opened as a national property insurance company in May 2008. Since its establishment, Dinghe Insurance has maintained a good momentum of sustained and healthy development. Its assets and premium scale have increased rapidly and its operating efficiency has improved continuously. However, at the same time, the development of Dinghe Insurance also faces such problems as insufficient claim settlement services, low customer satisfaction and low brand awareness. The purpose of this paper is to study the service marketing mode of Dinghe Insurance. By using multidisciplinary knowledge to analyze the competition in China's insurance market, focusing on the service marketing of the insurance industry, the paper establishes a service quality gap model to analyze the current service marketing system of Dinghe Insurance, finds out the gap between the service level that Dinghe InsuranceIII can provide and the service level that customers expect, and puts forward improvement measures. Based on the analysis of the existing problems and causes in Dinghe insurance marketing strategy, this paper puts forward the overall marketing strategy solutions and implementation safeguard measures. It is of great theoretical and practical significance for Dinghe Insurance and even other small and medium-sized insurance companies to establish a services marketing system. Key Words: Dinghe Insurance，Services marketing，Service quality，Customer satisfaction，Service Quality Model目 录 中文摘要............................................................................................................................................I Abstract ............................................................................................................................................II 第一章 绪论.....................................................................................................................................1 1.1 研究背景............................................................................................................................1 1.1.1 国内保险行业营销模式发展简介..........................................................................1 1.1.2 全球经济一体化后，国内保险面临的机遇与挑战 .............................................2 1.1.3 中国保险业的发展现状.........................................................................................3 1.2 研究目的和意义................................................................................................................6 1.2.1 研究对象.................................................................................................................6 1.2.2 研究目的和意义.....................................................................................................7 1.3 研究内容和框架................................................................................................................7 第二章 相关理论介绍.....................................................................................................................9 2.1 服务营销理论的发展回顾................................................................................................9 2.2 服务营销的相关概念和理论..........................................................................................10 2.2.1 客户满意理论.......................................................................................................10 2.2.2 关系营销理论.......................................................................................................11 2.2.3 服务质量差距模型...............................................................................................13 第三章 鼎和保险市场营销现状分析...........................................................................................16 3.1 保险行业宏观环境分析..................................................................................................16 3.1.1 保险行业政治法律环境........................................................................................16 3.1.2 保险行业经济环境分析.......................................................................................16 3.1.3 保险行业社会环境分析.......................................................................................17 3.1.4 保险行业技术环境分析.......................................................................................18 3.2 保险行业营销现状发展分析..........................................................................................18 3.2.1 国内保险行业相关数据展示...............................................................................18 3.2.2 国内保险行业发展特征.......................................................................................19 3.2.3 保险行业整体市场营销现状...............................................................................20 3.3 鼎和保险公司简介..........................................................................................................21 3.3.1 公司介绍...............................................................................................................21 3.3.2 公司业务发展介绍...............................................................................................22 3.3.3 鼎和保险 SWOT 分析...........................................................................................24